ASSIGNMENT – 1

KCA031: Privacy and Security in Online Social Media.

1. Introduction to Online Social Media and what are the
services of social networking?
Ans. Social Networking refers to grouping of individuals and organizations together via
some medium, in order to share thoughts, interests, and activities.

There are several web based social network services are available such as
facebook, twitter, linkedin, Google+ etc. which offer easy to use and interactive
interface to connect with people with in the country an overseas as well. There are
also several mobile based social networking services in for of apps such as
Whatsapp, hike, Line etc.

Available Social networking Services

 Facebook
Allows to share text, photos, video etc. It also offers interesting online games.
 Google+
It is pronounced as Google Plus. It is owned and operated by Google.
 Twitter
Twitter allows the user to send and reply messages in form of tweets. These tweets are
the small messages, generally include 140+ characters.
 Faceparty
Faceparty is a UK based social networking site. It allows the users to create profiles and
interact with each other using forums messages.
 Linkedin
Linkedin is a business and professional networking site.
 Flickr
Flickr offers image hosting and video hosting.
 Ibibo
Ibibo is a talent based social networking site. It allows the users to promote one’s self
and also discover new talent.
 Whatsapp
It is a mobile based messaging app. It allows to send text, video, and audio messages.
 Line
It is same as whatsapp. Allows to make free calls and messages.
 Hike
It is also mobile based messager allows to send messages and exciting emoticons.
2. What is Data Privacy and Data Security and Difference
between Data Privacy and Data Security?

 DataPrivacy:
Data Privacy is also called as Information Privacy in which proper
handling, processing, storage and usage of personal information takes
place. In this case the priority is given to the rights of an individual.
Data Privacy typically concerned with ensuring the data any given
corporation processes, stores, or transmits is ingested compliantly and
with consent from the holder of that sensitive data.

  DataSecurity :
Data Security is based upon securing or protecting personal data from
any unauthorized third party access or exploitation of data. In this case
the data is accurate, reliable and user friendly also.
Data security is related with securing sensitive data. You don’t have to
be an IT expert, auditor, or security analyst to figure out. Where data
privacy and security begin to vary is in whom or what they are
protecting data from.

Difference between Data Privacy and Data Security :

Data Privacy Data Security

 Data Security is all

 Data Privacy is all about the about the reflection of
reflection of what data is how those policies got
important and why. enforced.

 Data privacy sets about  Data security sets the

proper usage, collection, policies, methods, and
retention, deletion, and means to secure
storage of data. personal data.

 Data security is the main

 Data security gives prerequisite to data
prerequisite to data privacy. privacy.

 It offers to block websites, internet  It offers to protect you from

browsers, cable companies, and other people accessing your
 internet service providers from
tracking your information and your personal information and
browser history. other data.

 Data privacy tools include

browser extensions and add-
on, password managers,
private browsers and email
services, encrypted
messaging, private search
engines, web proxies, file
encryption software, and ad
and tracker blockers.
 Data Security tools
involve with identity and
access management,
data loss prevention,
anti-malware, anti-virus,
event management and
data masking software.

 It includes the
 It doesn’t include the encryption and breach
encryption format. response.

 For e.g. The Payment

Card Industry Data
 For e.g. The European Security Standard is a
Union’s General Data set of rules which
Protection Regulation is an protect the sensitive
type of international standard payment card
for protecting the privacy of information and
EU citizens. cardholder data.

3. Why Social Media Data Collection Is Essential for

Marketing.

 Social media data analytics is the foundation of an advanced,

effective digital marketing campaign. It removes the need for
marketing based on instinct alone. With social media analytics,
businesses can see exactly how customers perceive and interact
 with their brand, allowing them to make strategic changes that
move the needle for the business.
 In order to gain insights from social data, first you’ll need to
establish a reliable method of social media data collection.

Social Data? 

Social data is information that’s collected from social media platforms. It

shows how users view, share and engage with your content. On Facebook,
social media data includes numbers of likes, increases in followers, or
number of shares. On Twitter, results include numbers of impressions or
retweets. On Instagram, hashtag usage and engagement rates are included in
the raw data.

4. Describe evalution of social media network?

 The evolution of social media has been fueled by the human impulse to
communicate and by advances in digital technology. It is a story about establishing
and nurturing personal connections at scale.

A Brief History of Social Media

In less than a generation, social media has evolved from direct electronic information
exchange, to virtual gathering place, to retail platform, to vital 21st-century marketing tool.

How did it begin? How has social media affected the lives of billions of people? How have
businesses adapted to the digital consumer lifestyle? How do marketing professionals use
social media? It’s all part of the story of social media’s ongoing evolution.

Pre-internet Roots
In a sense, social media began on May 24, 1844, with a series of electronic dots and dashes
tapped out by hand on a telegraph machine.
The first electronic message from Baltimore to Washington, D.C., proved Samuel Morse
understood the historic ramifications of his scientific achievement: “What hath God
wrought?” he wrote.

This early digital network, created by the United States Department of Defense, allowed
scientists at four interconnected universities to share software, hardware, and other data.

In 1987, the direct precursor to today’s internet came into being when the National Science
Foundation launched a more robust, nationwide digital network known as the NSFNET. A
decade later, in 1997, the first true social media platform was launched.

The Launch of Social Sites

In the 1980s and ’90s, according to “The History of Social Networking” on the technology
news site Digital Trends, the internet’s growth enabled the introduction of online
communication services such as CompuServe, America Online, and Prodigy. They introduced
users to digital communication through email, bulletin board messaging, and real-time
online chatting.
This gave rise to the earliest social media networks, beginning with the short-lived Six
Degrees profile uploading service in 1997.

This service was followed in 2001 by Friendster. These rudimentary platforms attracted
millions of users and enabled email address registration and basic online networking.

Weblogs, or blogs, another early form of digital social communication, began to gain
popularity with the 1999 launch of the LiveJournal publishing site. This coincided with the
launch of the Blogger publishing platform by the tech company Pyra Labs, which
was purchased by Google in 2003.
In 2002, LinkedIn was founded as a networking site for career-minded professionals. By
2020, it had grown to more than 675 million users worldwide. It remains the social media
site of choice for job seekers as well as human resources managers searching for qualified
candidates.

Two other major forays into social media collapsed after a burst of initial success. In 2003,
Myspace launched. By 2006, it was the most visited website on the planet, spurred by users’
ability to share new music directly on their profile pages.

By 2008, it was eclipsed by Facebook. In 2011, Myspace was purchased by musician Justin
Timberlake for $35 million, but it has since become a social media afterthought.
Google’s attempt to elbow its way into the social media landscape, Google+, launched in
2012. A rocky existence came to an end in 2018, after the private information of nearly
500,000 Google+ users was compromised by a data security breach.
 5. What is Online Identity Management (OIM) ?

Social websites provide access to personal details of people, their history, surrounding and
preferences. Just one click and you can find the data you need. Such information on the Internet can
be defined as Web Presence. It is generally referred to people’s activity in social media, their
participation in various blogs, forums, personal websites and many other fields of interest.
Consequently, everyone leaves his or her information on the Internet and that is called Online
Identity. So when it comes to Online Identity, its basic role and functional value is determined with
the help of Online Identity Management (OIM). OIM is a set of methods for generating and
distinguishing the presence of any person on the Internet. It is also known as Personal Reputation
Management (PRM). PRM uses a set of web methods and operations to build a person’s web
presence. It is a strategically powerful way to make anyone famous and popular. If you use PRM, you
can easily get your products or websites on top of the search engine, and thus, obtain the desired
results in business.

Why is Online Identity Management Important?

If you want to attract people’s interest to your business, it is important to make sure that they can
easily find your company website, social media accounts and positive posts on review sites. For this
reason, you may want to use OIM. It is becoming more and more popular within the companies who
care about their reputation and popularity among customers, and that’s not all! Here is what makes
online reputation management so valuable:
1. Qualitative and quantitative website traffic
2. Search Engine Optimization  with company’s content description
3. A single website with high ranking
4. Social media presence
5. Links to all sites about the person or company by a keyword
6. Positive reviews
7. Additional source of information distribution
8. All information about the person or brand in one place
9. Interaction with target audience
10.Brand’s identification, loyalty and trust
11.Sales increase
12.Advertising
13.Marketing stability
14.Target audience inflow
15.Control of what the potential customers will see
16.Ability to show off your best sides
It follows that PRM is essential nowadays. It provides companies with a special strategy in online
marketing, helps them to get control over the information related to their brand, content, reviews
and ranking positions